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Marketing session 001

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Shantanu Ghosh
Shantanu Ghosh
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The New Economy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Speed…the Currency of the New Economy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Floppy Drives Flash Drives Minicomputers Personal Computers ISDN ADSL/Cable Fixed Telephony Mobile Telephony Photographic Films Digital cameras Canals Railways Typewriters Personal Computers Manuscript Printing Press Displaced Technologies Disruptive Technologies
The New Empowered Customer ,[object Object],[object Object],[object Object],[object Object],[object Object]
New capability for cos ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promise of the Information Age ,[object Object],[object Object],[object Object]
Two sides of Marketing ,[object Object],[object Object]
Formulated Marketing ,[object Object],[object Object],[object Object],[object Object]
Formulated Marketing Practitioners ,[object Object],[object Object]
Creative Marketing ,[object Object],[object Object],[object Object]
Creative Marketing Practitioners ,[object Object],[object Object]
Scope of Marketing ,[object Object],[object Object],[object Object],[object Object]
Job of the Marketing Manager ,[object Object],[object Object],[object Object],[object Object],[object Object]
Different entities a marketer markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing management ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Basic Marketing Tasks Countermarketing Destroy Demand Unwholesome Demand Demarketing Reduce Demand Overfull Demand Maintenance Demand Maintain Demand Full Demand Synchromarketing Synchronize Demand Irregular Demand Remarketing Revitalize Demand Faltering Demand Developmental Marketing Develop Demand Latent Demand Stimulational Marketing Create Demand No Demand Conversional Marketing Disabuse Demand Negative Demand Formal Name Marketing Task Demand State
Negative Demand ,[object Object],[object Object],[object Object]
Marketing Tasks for Negative Demand-Conversional Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
No Demand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Task for No Demand….Stimulational Marketing ,[object Object],[object Object]
Latent Demand ,[object Object],[object Object],[object Object]
Marketing Task for Latent Demand- Developmental Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Faltering Demand ,[object Object]
Marketing Tasks for faltering Demand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Irregular Demand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Irregular Demand-Another version ,[object Object],[object Object],[object Object]
Irregular Demand-Options ,[object Object],[object Object],[object Object]
Synchromarketing ,[object Object],[object Object],[object Object],[object Object]
Full Demand ,[object Object],[object Object],[object Object],[object Object]
Maintenance Marketing ,[object Object],[object Object],[object Object],[object Object]
Overfull Demand ,[object Object],[object Object]
General Demarketing ,[object Object],[object Object],[object Object],[object Object]
Selective Demarketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Unwholesome Demand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketers Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Marketer-Activities and Decisions Research Consumer Needs Develop offering to profitably meet consumer needs Develop products Set Prices Communicate Offerings Make Offerings accessible Decisions: Features Quality Levels Decision: Pricing Strategy Decisions: Differentiation Positioning Strategy What media Channel Strategy Selection of channel members
Toyota India….Activities and Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sub-Rs. 7,000 Refrigerators the new battleground ,[object Object],[object Object],[object Object],[object Object]
Chotukool from Godrej ,[object Object],[object Object],[object Object],[object Object]
Competitors rev up ,[object Object],[object Object]
Lowering Price Points ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business Markets ,[object Object],[object Object],[object Object],[object Object]
Business Buyers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A typical business buyer-Durgapur Steel Plant,WB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Profile of a Business Marketer-SAP SAP Finance & Public Services Manufacturing Services
The Finance & PS Vertical at SAP SAP Finance & PS Banking Defense Healthcare Higher Education, Research Insurance
The Manufacturing Vertical at SAP SAP Manufacturing Aerospace Automotive Chemical Consumer Products Engg, Construction
The Services Vertical at SAP SAP Services Media Professional Services Retail Telecom Travel Logistics
SAP in Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Global Markets ,[object Object],[object Object],[object Object],[object Object],[object Object]
Nonprofit and Government Markets ,[object Object],[object Object]
Definition of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Definition of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Markets and Segmentation ,[object Object],[object Object],[object Object]
Segmentation Market is composed of several elements-there are elements of homogeneity and hetreogeneity Segmentation brings like minded decision makers to gether Before After
STP-T ,[object Object],[object Object],[object Object],[object Object]
STP-P ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Positioning Santoor
Santoor….VFM ,[object Object],[object Object],[object Object]
Santoor….Distribution ,[object Object],[object Object],[object Object]
Santoor….the original positioning ,[object Object],[object Object],[object Object]
Repositioning Santoor ,[object Object],[object Object]
A Simple Marketing System Industry (A collection of sellers) Market (A collection Of buyers) Communication Goods/ Services Money Information
Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Market ,[object Object],[object Object],[object Object],[object Object]
The Swiss Watch Market
The Swiss Watch Market ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
The Rolex SubmarineR
Rolex GMT MasterGold
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cartier Jewellery
A Cartier Model
[object Object],[object Object],[object Object],[object Object],[object Object]
Swiss Watches by Material
Swiss Watches….The Main Markets
Swiss watches….the Top Markets
Leading Watch Exporting coutries
Leading Watch Exporting Countries
Demographic Market ,[object Object],[object Object]
Geographic Market ,[object Object],[object Object]
Other Markets ,[object Object],[object Object],[object Object]
Consumer Markets Government Markets Manufacturers Market Resource Markets Intermediary Markets
Marketplace versus Marketspace ,[object Object],[object Object],[object Object],[object Object]
Shift from Marketplace to Marketspace ,[object Object],[object Object],[object Object]
Difference between marketspace transaction and marketplace transaction ,[object Object],[object Object],[object Object]
The Networked Economy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
IndiaMarkets.com ,[object Object],[object Object],[object Object]
Procurement Management Services(PMS) from IndiaMarkets.com ,[object Object],[object Object],[object Object]
The Net Connects…..Disintermediation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Buying Alliance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Net brings buyers and sellers together ,[object Object],[object Object],[object Object],[object Object]
Disintermediation ,[object Object],[object Object],[object Object],[object Object]
Disintermediation threatens middlemen ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Disintermediation creates new middlemen ,[object Object],[object Object],[object Object]
For most products ,[object Object],[object Object],[object Object],[object Object]
Internet Enables Seperation ,[object Object],[object Object]
Accessories Financing Insurance Warranty Car Film Lens Camera Internet Connection Software Computer Complementary Product Core Product
Buying a car….Analog World ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Buying a car….Analog World ,[object Object],[object Object],[object Object],[object Object]
Buying a car….Digital World ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The New Mediators ,[object Object],[object Object],[object Object],[object Object]
The New Mediators-The Dark Side ,[object Object],[object Object]
Customers connect with firms ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Marketing session 001

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  • 3. Floppy Drives Flash Drives Minicomputers Personal Computers ISDN ADSL/Cable Fixed Telephony Mobile Telephony Photographic Films Digital cameras Canals Railways Typewriters Personal Computers Manuscript Printing Press Displaced Technologies Disruptive Technologies
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  • 16. The Basic Marketing Tasks Countermarketing Destroy Demand Unwholesome Demand Demarketing Reduce Demand Overfull Demand Maintenance Demand Maintain Demand Full Demand Synchromarketing Synchronize Demand Irregular Demand Remarketing Revitalize Demand Faltering Demand Developmental Marketing Develop Demand Latent Demand Stimulational Marketing Create Demand No Demand Conversional Marketing Disabuse Demand Negative Demand Formal Name Marketing Task Demand State
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  • 37. Consumer Marketer-Activities and Decisions Research Consumer Needs Develop offering to profitably meet consumer needs Develop products Set Prices Communicate Offerings Make Offerings accessible Decisions: Features Quality Levels Decision: Pricing Strategy Decisions: Differentiation Positioning Strategy What media Channel Strategy Selection of channel members
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  • 44.
  • 45.
  • 46. Profile of a Business Marketer-SAP SAP Finance & Public Services Manufacturing Services
  • 47. The Finance & PS Vertical at SAP SAP Finance & PS Banking Defense Healthcare Higher Education, Research Insurance
  • 48. The Manufacturing Vertical at SAP SAP Manufacturing Aerospace Automotive Chemical Consumer Products Engg, Construction
  • 49. The Services Vertical at SAP SAP Services Media Professional Services Retail Telecom Travel Logistics
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  • 56. Segmentation Market is composed of several elements-there are elements of homogeneity and hetreogeneity Segmentation brings like minded decision makers to gether Before After
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  • 64. A Simple Marketing System Industry (A collection of sellers) Market (A collection Of buyers) Communication Goods/ Services Money Information
  • 65.
  • 66.
  • 67. The Swiss Watch Market
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  • 76. Swiss Watches by Material
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  • 84. Consumer Markets Government Markets Manufacturers Market Resource Markets Intermediary Markets
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  • 99. Accessories Financing Insurance Warranty Car Film Lens Camera Internet Connection Software Computer Complementary Product Core Product
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